文丨酒业家团队（ID：jiuyejia360）
Planning丨Cold Spring and Twilight Snow Editor丨Yunheng Editor丨Yunding
At the just-concluded 18th FIRST Youth Film Festival, Great Wall Wine, as the official designated wine, not only explained the beauty of Chinese wine quality to many well-known stars, but also expanded the brand imprint of Great Wall Wine to more film and television circles.
Film and television are the source of traffic, and young people are the backbone of the development of the industry.
In the past five years, Great Wall Wine has taken popular film and television dramas as the starting point, and film and television events such as film exhibitions and TV drama directors' conferences as dojos, continued to hit the film and television field, and continued to consolidate the consumption foundation of wine categories through hot dramas and stars with strong appeal, and drew a new blueprint for high-quality development for the rise of domestic wine brands.
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Joining hands with the FIRST Youth Film Festival, Great Wall Wine deepens the cross-border road of film and television
As one of the most influential independent film platforms in China, the FIRST Youth Film Festival has been accumulated for 18 years, and is not only a stage for new forces in the Chinese film industry to emerge, but also an annual event for film lovers.
This year's film festival gathered hundreds of well-known filmmakers at home and abroad, including Zhang Zhen, Zhu Yin, Mei Ting, Zhou Yiwei, Bai Baihe, Dong Jie, Zhang Jingyi, Qu Chuxiao and other well-known actors, as well as Guan Hu, Xie Fei and other famous directors and film veterans, as well as countless film lovers, all participants around the film narrative, lens language, film culture and industry status and other aspects of in-depth exchanges, for the development of the Chinese film industry has far-reaching significance.
Wine industry experts learned that during the nine-day film festival, Great Wall wine has appeared in eight themed dinners, including the opening cocktail party and the training camp finale cocktail party. These selections not only reflect Great Wall wines' pursuit of quality, but also show their support and respect for the art of film.
In addition to the long-established actors and directors, the FIRST Youth Film Festival has gathered a large number of young filmmakers full of potential, who are an important reserve force to influence and promote Chinese film history.
In essence, the pursuit of high quality and helping a better life is also the common pursuit of the Chinese film industry and the wine industry, and the strong participation of Great Wall Wine can inject more taste and smell experience services into the film exhibition in addition to audio-visual, which will greatly enhance the comprehensive experience of many exhibitors.
The combination of fine wine and light and shadow can not only greatly stimulate the interest and exploration of more young filmmakers in Chinese culture, but also allow consumers to fully appreciate the beauty of Chinese wine, pass on the quality confidence of Chinese wine to more young people, and inject fresh impetus into the strong rise of domestic wine.
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Deeply cultivated in the field of film and television, Great Wall Wine embraces different consumer groups
In fact, the fate of the FIRST Youth Film Festival and Great Wall Wine began as early as 5 years ago.
In 2019, on the occasion of the 70th anniversary of the founding of the People's Republic of China, two National Day gift films were released.
As China's first mountaineering adventure film, "The Climber" does not show the individual heroism of conquering nature, but the oriental color and Chinese spirit of self-sacrifice and dedication, which is exactly the same as the ingenuity of the Great Wall to dare to forge ahead on the Gobi Desert and lead domestic wines to climb to the top of quality.
and "My Motherland and Me", which was released at the same time as "The Climber", selected 7 important historical moments in the great epic of the 70th anniversary of the founding of the People's Republic of China and vividly reproduced them. As the only Chinese wine brand that has won gold medals in three international competitions, the Great Wall Five-Star perfectly interprets the style and responsibility of the wine of a great country, and has a common national sentiment with the seven historical events in "My Motherland and Me".
In 2020, Great Wall Wine will once again release two National Day films - "Winning the Championship" and "My Hometown and Me", which further deepened the cross-border integration of Great Wall Wine in the film and television field with the spirit of women's volleyball and local sentiment respectively.
In 2023, Great Wall Wine will join hands with "Warm" to chase dreams and street dance, with the theme of "Warm", and join hands with many film and television and emotional KOLs to link online and offline, and deeply explore the emotional connection between Great Wall Wine and domestic films - whether it is on the road to chasing dreams or ordinary daily life, there is always a bottle of Great Wall wine, carrying people's warm emotions and life pursuits.
In the 2024 Spring Festival, Great Wall Wine will join hands with "Hot and Hot" to move the hot pot to the movie viewing site, leading the new fashion of consumer life through the creation of immersive consumption scenes, and setting off a wave of red luck in the New Year among young people with the wonderful combination of hot pot and red wine.
In addition to using movies as a starting point to reach different circles and consumers, wine industry experts have paid attention to the fact that since 2021, Great Wall Wine has successively joined hands with phenomenal TV series IPs with extremely high ratings such as "Love for You is Beautiful", "Sisters Who Toast to Drink", "There Are Old and Young", and through the implantation of ingenious life scenes, the national brand image of Great Wall Wine has flown into thousands of households.
If the cooperation of selected film and television IP is the legacy of Great Wall Wine in the field of film and television, then actively joining hands with Pingyao Film Festival, TV Drama Directors Conference, FIRST Youth Film Festival and other grand events are Great Wall Wine's deep cultivation of the film and television industry.
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Focusing on film and television to expand consumption scenarios, why does Great Wall Wine continue to succeed?
Why can Great Wall Wine always be able to effectively absorb traffic from the film and television field while exposing the brand, and successfully convert it into the target consumer group of wine?
With the intensification of the homogenization of film and television drama titles, consumers have long been desensitized to the traditional exposure and implantation methods of brands, and only by having a keen insight into consumer trends, digging deep into consumer needs, and constantly innovating and expanding new consumption scenarios can we always maintain an emotional connection with consumers.
In terms of scene implantation, in addition to the traditional brand implantation method, Great Wall Wine also cleverly integrates the brand and products into the storyline through plot implantation and prop interaction, which enhances the audience's awareness and memory of the brand, and imperceptibly realizes the transformation from audience to consumer.
Taking "My Hometown and Me" as an example, Great Wall Wine, as the official wine brand partner, and the film jointly evoke the nation's blazing nostalgia, through an all-star lineup and five comedy story units, showing a strong hometown feeling, while enhancing the brand image of Great Wall Wine, it also expands more consumption scenarios for domestic wine.
In terms of consumption cultivation, Great Wall Wine has a keen insight into the current diversified and personalized consumption trend of young people, connects more consumers in the form of "movie +", and realizes user fission and consumption breakthrough through online and offline integrated social interaction.
During this year's Spring Festival, Great Wall Wine joined hands with the hit movie "Hot and Hot" to launch an immersive and exclusive Red Yun Jiujiu Hot and Spicy Movie in Chengdu, creating a New Year Red Luck boom in Sichuan and Chongqing through the scene of "movie + hot pot + red wine". The data shows that the total online popularity of the hot movie viewing will exceed 2611w+, and the interactive participation is as high as 4w+.
Looking back at the cooperation with the film and television industry in the past five years, innovation has always been the core source of the continuous deepening and development of Great Wall Wine. Compared with the shallow experimentation in the field of film and television, the interaction between Great Wall Wine and consumers has also continued to evolve in cooperation again and again, and now it has innovated and precipitated a set of online and offline global communication system.
Wine industry experts have paid attention to the fact that in addition to the reach and influence of senior film and television practitioners and celebrities on the film and television industry and fans, in recent years, Great Wall Wine has strengthened its cooperation with bloggers, influencers and KOLs in various fields, and has reached more circles and consumers through multiple interactive forms such as Weibo topics, Douyin check-ins, and Xiaohongshu grass planting.
From the family and country series, to the growth and transformation of the individual, from the main theme of the grand narrative to the life of the general public, every precise match of Great Wall wine is a consumption expansion and cultivation for different circles and different groups of people, which is not only a refined operation of film and television traffic, but also a targeted target consumer, in the long run, this will help break the shackles of category consumption and open a channel for the upward development of wine to truly become popular.